Netflix made a big announcement during its Upfronts presentation, revealing plans to launch its own advertising technology platform just a year and a half after entering the ads business.
This move puts it in direct competition with industry giants like Google, Amazon, and Comcast.
Initially, Netflix partnered with Microsoft for its ad tech, but now it’s bringing the technology in-house, indicating a significant shift in its advertising strategy.
This change will give Netflix more control over creating targeted and personalized ad experiences for its massive user base of 270 million subscribers.
Netflix aims to move away from generic advertisements and experiment with “episodic” campaigns that tell a story rather than repeating the same ads.
Additionally, Netflix is expanding its buying capabilities by partnering with platforms like The Trade Desk, Google’s Display & Video 360, and Magnite.
The company also shared the success of its ad-supported tier, noting that it has 40 million monthly active users globally, with 5 million users joining within six months of its launch.
